LONDON: More than 25 Saudi brands are being showcased at Selfridges in London as part of a new initiative aimed at helping homegrown companies reach international consumers.
Milaf Global, a Public Investment Fund company, launched the six-week “Saudi: Sky’s The Limit” initiative in partnership with the upscale department store, bringing Saudi products across food, fashion, beauty, fragrance, jewelry and lifestyle to Selfridges’ flagship Oxford Street location.
The initiative runs from July 27 to Sept. 5 and includes products from Saudi entrepreneurs alongside those from Milaf Global companies.
Participating brands were selected by a joint team from Milaf Global and Selfridges based on product quality, brand distinctiveness, readiness for international expansion and their ability to represent Saudi identity to global consumers.
Milaf Global CEO Bandar Al-Qahtani said the initiative was designed to help Saudi companies build an international presence.
